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How Young is Too Young? Exploring children’s use of social media: An Interview with Andy Affleck

Andy Affleck is an alum of Dartmouth College. He is leading the development of an iOS/Android application for a startup called Ozmott and is also the author of Take Control of Podcasting on the Mac. He’s written numerous articles for TidBITS and is the proud father of an 11 year old.

Andy Affleck, twitter: @aaffleck

Your son attended the Waldorf School where modern technology and media – TVs, computers, mobile phones, video games, and so on – are severely restricted. Did you adhere to the same policy at home? 

We did adhere to the policy. Our son attended the Waldorf School during the 2nd and 3rd grades and, at those ages, I felt there was little value in technology as anything other than casual entertainment. The school policy was no media during the week (TV, computers, etc.) and limited use on the weekends. So, he got to play on a few websites he liked (Webkinz, mostly) on the weekend. Now that he is older, there is more value to be had, and he is at a school that makes good use of technology both at school and at home.

You left the Harvard Graduate School of Education’s Technology in Education program with the firm belief that computers in education make more sense at older ages than at younger ages. What other ideas did you take away from the program?

At younger ages, children need concrete experiences. They will get a lot more out of working with physical objects than they will virtual ones. At a younger age, I just don’t think children are that great at making the translation from the virtual to the real, at least not consistently, so I don’t really think there’s much point in using a computer as an educational tool. It is just entertainment at that age and should be treated the same way TV is. As they get older, their ability to conceptualize grows and they can start to make that translation.

If there was an online course for parents to teach that transition for children into social media, what topics would be necessary?

First and foremost, parents need to understand the mechanics of how these systems work. They need to be able to see who is speaking to their child in the various possible ways (Facebook comments, instant messaging, text messaging, etc.); they need to understand how to properly set privacy settings to protect them; and they need to understand how these systems can be used for both good and for bad so they are prepared to deal with any situations that come up. All too often, parents know too little about the way these systems work (and Facebook seems to go out of its way to make it difficult to understand, and then change it often enough so you never can stay caught up) and so let their kids use them without any proper supervision or ability to help them out when they need help. If kids sense that their parents have no clue, they won’t even go to them for help, so the parents may not even realize there is a problem.

The analogy I like to use is a parent taking a child into a big city for the first time. They hold their hand. They explain the cross walks. They warn them about the scary yellow cars. They explain about keeping themselves safe and what to do if they get separated from their parents, and so on. In the same way, parents should be working with their children to understand this new world of social media, how to safely navigate the streets and crosswalks of Facebook and such and stay safe. They would never let their child go into the city alone by themselves on their first visit and they shouldn’t do that with social media either.

What are the biggest dangers of introducing children to social media?

The biggest danger is a parent who doesn’t understand anything an let their children go without supervision before the child is ready to be alone. I believe parents have a responsibility to teach their children to be good, decent people. They teach their children how to be polite, how not to say mean or hurtful things, how to be a friend to people and how to be kind to strangers. By the same token, they need to do this with social media. We do not need another generation of people who all post the kinds of horrible things you see on any given YouTube comment thread. And we need to teach children that the only person in history who had the right to shout “First!” was Neil Armstrong.

How much of a responsibility should schools take in guiding students towards using social media in smart, effective and ethical ways?

I go back and forth on this one. Schools are involved with socializing children. If your child is bullying another, the school will ask you to come in and talk to them and work with them on a way to address the issue. By the same token, that should extend to social media. Of course, most — if not all! — of what happens on a site like Facebook is not on school property and outside of their jurisdiction. So it is not clear that schools have any business saying anything about behavior online. That said, I think it would be a wise thing for schools to do some work with kids on good online behavior in general the same way they do anti-bullying presentations. I don’t know how effective these things are, but it’s a start.

Some adults have decided that to remove social media from their lives because they feel it’s completely unnecessary. Are there benefits to introducing social media into a child’s life?

I am a firm believer that no child should be allowed a Facebook account until they are 13, as that is the official policy of Facebook. Even when they are 13, it is the parent’s job to determine if their child is emotionally mature enough to handle social media and be a good online citizen. That said, I see a few advantages:

1) It is a great way to stay connected after a move. My son has a number of friends he still talks about that he hasn’t seen in a few years. I imagine him getting reconnected through Facebook in a few years.

2) Often times, kids aren’t going to school in their local community. My son goes to school that’s at least 10 miles away. His best friends outside of the city on the opposite side from us. Getting the kids together requires a lot of driving so after school meet-ups are not common. Right now, they use the phone a lot, but I can see social media taking the place when they are old enough to get online in that way.

3) LOLCATS. Ok, maybe not.

Can we live without social media?

Sure. We can live without all technology. But life would be a little more boring, at least for me. I enjoy my interactions online and have caught up with friends I haven’t spoken to in years who live far, far away. Would I die if my Facebook account went away tomorrow? No. But I would be sad. It enriches my life and I like having it there.

 

Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Since 2009, Lisa has worked as an Assistant Director at the Tuck School of Business. In 2012, she launched GothamGreen212 to pursue social media strategy projects. You can follow her on twitter

SMWNYC Attendee Tips…from an Attendee

Many of your fine social media-savvy folks are aware that the official floodgates for Social Media Week 2012 registration have opened. As a resident New Yorker, I’ll be hitting the pavement hard throughout the NYC boroughs, blitzing innumerable SMWNYC 2012 events for the second consecutive year. As a returning attendee, I figured it apropos to offer some helpful suggestions to newbie attendees mapping out Social Media Week schedules. My attendee tips for planning your Social Media Week visit:
  • Don’t fret if your schedule looks kind of sparse right now.  As of this writing, even I – as an overzealous, overenthusiastic attendee – have some gaps in my week-long schedule. But have no fear…there are TONS of events that are going to be added in the next days.
  • Be sure to actually register for the events you want to go to.  So often last year naive attendees thought that just because SMWNYC events were free, they could just walk in…NOT TRUE. Planners are understandably strict about having your registration with you, so just make the reservation. It’s quick, painless and FREE!
  • Vary your schedule with “different” kinds of events.  While obviously every event is centered around social, digital media and tech, it’s important to keep your schedule of events diverse with events that you are passionate about. Be bold! Sign up for events that are related to your true personal interests: music, fashion, the arts — whatever it may be. The great thing about the week is that it brings ALL kinds of worlds together to speak about social, so there is a tremendous depth and breadth to the schedule for attendees to enjoy. It’s totally worth it, for both mental stamina and sheer happiness. Happy Planning!
Greg is a motivated Cornell University Hotel School alumnus, affectionately known as a Hotelie for life, with keen interests in social and digital marketing for hospitality and lifestyle brands. He’s passionate about sales and marketing in the hospitality industry, specifically as it relates to the dynamic online space. In his free time, Greg obsesses over growing his musical intellect (both modern and past-time artists apply), tennis, and running skills. Check out his lifestyle blog covering these topics at http://www.thesocialsonictraveler.wordpress.com.

Tumblbeasts: 14; Lisa: 0

I started blogging around 2004. Frankly, I didn’t think much about my choice of platform. Most of the blogs I followed were hosted by Blogger, so I registered there as well. Then Dartblog started offering students a blog presence. If you can’t already tell, I bleed green. Of course, I signed up for a Dartmouth-affiliated page. Shortly thereafter, more & more of my friends started LiveJournaling. Thus, I was “forced” to join LJ if wanted access to posts locked from public viewing and commenting.

That’s how these social networking sites gain new users. Make people register for accounts even if they only want to view content. Insidious!

Speaking of insidious… Well, hello there, Facebook. Do I really need to elaborate? I think we all know what happened. They know way more about the last 5 years of my life than my family knows about my entire life. (Granted, I chose to put all those details into their database.) Looking back, I’ve left a scattered legacy of abandoned false-starts & experiments on Blogger, Friendster, Orkut, Twitter, LiveJournal, Flickr… Just to name a several. I had multiple accounts on a few because wiping the slate completely clean was simply more efficient than editing an unruly mass of existing content. All part of the learning process that has led up to the internet as it exists today.

Which is to say, social media has matured, but it still has a ways to go. Every time Facebook makes a major change in its appearance, interface or “Terms of Service,” I liken it to a teenager trying on another identity. It’s getting a little old, though, and I’m surprised a younger upstart hasn’t disrupted the Zuckerberg monopoly.

Yet.

In any case, I decided late last year to take everything I’ve gleaned from my virtual journey and funnel it into a persona standardized across multiple platforms, connected via my personal launching page. You’ll see I left Blogger to try Tumblr. I didn’t think much about my choice of platform. This time, however, I was sorely disappointed.

* * *

Despite the deplorable color scheme of Blogger, it always worked. The interface was intuitive. Features most people would need or want were built-in. My self-taught HTML skills were handy on occasion, but not necessary. Kind of like buying a Subaru Outback for winter in New Hampshire. It’s not a stylish car, but everyone drives one because it does what you need it to do. Function over form.

Every so often, I am startled by my naïve expectation that new, hyped products on the market are supposed to be an improvement over its established predecessors. Isn’t that what is accounting for their popularity? No.

I learned that lesson the hard way. I let myself be lured by the Siren song of Tumblr. I could barely finish reading their “30 Reasons to Love Tumblr” list.

Email address / Password / Choice of URL

Start posting!

Easy!

Car salesmen wish it were that easy to sell lemons. And that’s what I got. A pretty, hollow lemon.

First, I had to dust off my HTML coding knowledge to customize my template. There are a lot of pre-fabricated choices, but many are very similar with slight variations. Then, because Tumblr doesn’t support native commenting, I had to install Disqus. Then I had to add anti-spam measures. Then Google Analytics…

When can I start blogging?  This is tedious! I expected a fully loaded car—erm—blogging platform.

Too many hours later, my blog looked close enough to presentable. I was ready to take it out for a spin on the [information] super highway, but…

WHY DIDN’T ANYONE WARN ME ABOUT THE TUMBLBEASTS???

Tumblbeasts are to Tumblr as the Fail Whale is to Twitter. The Tumblbeasts are enough for me to consider moving on to WordPress; however, if you are undeterred by them, I have other reasons to leave:

  • No auto save.
  • No one-click button to save drafts. (I’ve had to re-type several long posts.)
  • The bullet function does not work past one level. Indenting doesn’t work, either.
  • Dragging and dropping to rearrange the order of queued posts is inefficient, especially if you have several long posts.
  • Is there some way to compact the view of individual entries?
  • The dashboard feed takes too long to load, even if you’re on a dedicated Ethernet line.
  • A navigational button bar should follow user scrolling.
  • The feed page: It’s ugly and only utilizes a third of my page.
  • Tags that users have already created should be listed for easy reuse.
  • Where’s my tag cloud?
  • Grouping. I want to read my philosophy feed separate from my fashion feed separate from my social media feed.

The only reason I’ll consider giving Tumblr a little more time to convince me to stay is that it seems to be building critical mass. Fast. And in Web 2.0, you need to be where everyone else is.

Lisa Chau has been involved with Web 2.0 since graduate school at Dartmouth College, where she completed an independent study on blogging. She was subsequently highlighted as a woman blogger in Wellesley Magazine, published by her alma mater. Since 2009, Lisa has worked as an Assistant Director at the Tuck School of Business. In 2012, she launched GothamGreen212 to pursue social media strategy projects. View her online portfolio or follow her on Twitter.

E-Commerce Knocks On Gentlemans’ Closets

The e-commerce marketplace for men remains undefined. A swarm of websites has emerged, offering a multitude of collection pieces. Statistics have proven for years that men despise entering a store to purchase clothing. As a result, hubs such as Mr. Porter and Gilt Groupe flourish by providing esteemed labels at lower price points.  Gilt Groupe has built a microsite, segmenting even more exclusive men’s fashion named Park & Bond.  A former Ebay executive is entering the market with a new concept named Trunk Club, where shoppers receive a booty of goods, choose their favorites, and return the rest.  Aldo, the Italian shoe designer, also rolled out a new microsite dubbed Mr. B’s Gentleman’s Boutique.  The collection, unlike the other purveyors, showcases original leather-crafted products, ranging from bags to footwear. Felt Boots, Park & Bond

It is clear that men have far more channels to survey available products. Marketers, nevertheless, are still trying to solve the dilemma of drumming up sales figures. Ricardo Poupada of AskMen.com believes that a brand has to add a little more.  ”With deals targeting men, the smart money is moving beyond product discounts to deals that offer novel experiences, with a focus on quality.”

As a man who places a high quotient on sartorial matters, I couldn’t agree more with Mr. Poupada’s sentiment.  I scour all types of forums to identify, locate, and purchase goods.  I not only want to find exclusive products, but also durable ones that will last over time.  They become part of my personality, telling the world of my life experiences upon first glance.

Men live for discovery.  They also want to stand out amongst their peers. Creators of men’s products should heed these tidbits for 2012.  E-commerce merchants have built outstanding user experiences online.  Many more need to connect offline for the hearts and wallets of men.

Abdul Fattah Ismail is an interactive marketing specialist with expertise across a range of online strategies. He lives in New York and is an MBA graduate in Marketing Management from St. John’s University. He has contributed articles for Blueliner Marketing and Talent Zoo.

Hub Spotlight: Google

Social Media Week New York begins next week and posts this week will include overviews of each of the five Content Hubs, which is where much of the programming is taking place.

We are incredibly excited to be partnering up with Google, host to the Science and Technology Hub.  The company continues to remain on the cutting edge of technology rolling out concepts like Google Ideas, a hybrid think tank based in New York, developing policy and solutions based not only on traditional research and analysis, a pragmatic approach to resolving complex, international issues.  Events at Google throughout the week will cover how social media is revolutionizing and complicating human interaction.

What would happen if you couldn’t be single until you changed your relationship status on Facebook? Our cure for the Monday blues is this hilarious session hosted by SpaientNitro, and hear what the experts say would happen if we could only communicate with the same methods used through social media.

Then join Wired Google for the next panel,  on the developing situation in Egypt.  that will cover how citizens are using Web 2.0 technologies to assemble and protest their regimes.

Then you can attend an awesome tech panel hosted by DOTGO, featuring technologies integrating text messages into websites, mobile and other software.

Tuesday takes you to an exciting conversation on the power of crowds, hosted by the UN Global Pulse.  Find out how incredibly diverse groups are, and the influence they have from a grassroots level to international.

Want to know what all those Facebook and Twitter updates are doing to your brain? A Social Media Scientist might be able to tell you at our next event, hosted by Opera Solutions.

Our final event looks at the power of leveraging social media analytics, and how mass collaboration is launching scientific discoveries forward at unprecedented speed.

Come to Google on Friday, and witness a provocative discussion led by Douglas RushkoffErick Schonfeld and Josh Harris.  They’re sure to having a heated talk on how connected we really are to each other through technology, and fodder we’re providing to advertisers with our online content.

Our final event covers how current and emerging technologies are impacting governmental response to a crisis.  Mobile and internet access are redefining global response time and attempting to resolve them at a granular level.

Isabella de Medici, author of polichic.com, is a contributor to the NY Social Media Week blog.

Social Media Week Announces Five Content Hubs in New York, Invites Industry to Help Curate Program

We are now two months out from Social Media Week this February 7-11, and a LOT is going on. Following yesterday’s announcement that Nokia will serve as global headline sponsor of Social Media Week, today we are pleased to announce a new twist to the week for our third weeklong event in New York: five distinct “Content Hubs,” reflecting key areas of focus for conversations on the societal impact of social media.  These five physical hubs will host daily programming and cover these themes: People and Society; Art and Culture; Business, Media, and Communications; Science and Technology; and Music, Sports and Gaming.

With today’s announcement, we are also releasing a very preliminary version of the schedule of events for New York, as well as select sponsors and keynote speakers.  Many events are still TBD and of course there are many more to come, but please take a look to get a sense of some of the exciting things to look forward to in February. The preliminary schedule can be found here:  http://socialmediaweek.org/newyork/schedule.  Registration for these events will open on Tuesday, January 11, 2011.

CONTENT HUBS

The locations of four of the Hubs have been confirmed already with Google hosting the Science and Technology Hub; global advertising agency JWT hosting Business, Media, and Communications; The Paley Center for Media hosting People and Society; and Red Bull Space hosting Music, Sports and Gaming.  We hope to announce host Art and Culture Hub within the next week.

JWT Logo

“JWT is heavily involved with Social Media Week on a global level,” said Social Media Week Board Member David Eastman, who is Worldwide Digital Director and North American CEO at JWT.  “The conference has grown in importance and stature, much as the social media space itself has.  By hosting and participating in this essential series of events, we are helping both educate the audience as well as ourselves.”

PROGRAM

Continuing the collaborative theme of Social Media Week, the New York organizers are looking to co-curate a significant proportion of the content by soliciting event ideas from some of the city’s leading thinkers and practitioners in the fields of social and mobile media.

Stephanie Agresta, Social Media Week board member and EVP and Managing Director of Social Media for Weber Shandwick said, “Social Media Week is leading the charge to globally scale the community of digital thought leaders driving this important channel.  By creating connections among influencers around the world, SMW is providing a valuable service to consumers and brands alike.”

In addition to Weber Shandwick, confirmed content curators in New York include: MTV, Financial Times,  New York Times, Frog Design, the New York Public Library, Edelman, the Barbarian Group, Saatchi Wellness, 360i, GOOD, The Personal Democracy Forum, Morris & King, Deep Focus, Publicity Club of New York, Fenton Communications, Wholefoods, Foodspotting, DotBox, Comedy Central and many more to be added.  Confirmed speakers include JWT’s David Eastman; Foursquare CEO Dennis Crowley; Meebo CEO Seth Sternberg; John Winsor, founder and CEO of agency Victors & Spoils; with many more to be announced.

Social Media Week New York is one of nine cities simultaneously hosting Social Media Week this year, along with London, Paris, Rome, San Francisco, Toronto, Hong Kong, São Paulo, and now Istanbul, which was added to the global lineup this week.

Global support for Social Media Week is led by mobile communications giant NOKIA, with additional support from global partners Meebo, a social platform with more than 180 million users; and JWT. Other brands involved around the world include Google,Vodafone, Oi Telecommunications (Brazil) and Fiat Motors.

The strength of Social Media Week lies in the collaborative efforts of the community.  There are many ways to get involved in the conference. To participate as a brand partner, sponsor, event host, panel speaker or volunteer, please visit: http://socialmediaweek.org/get-involved.

You can see a full version of the release here: http://bit.ly/hPghw5

For all press and media inquires, please contact Ben Scheim of Crowdcentric/Social Media Week at +1-347-224-3996 or by email at ben@crowdcentric.net.

Higher Education’s Future: Collaboration, Augmented Reality, Faculty Education

Friday’s Future of Social Media in Higher Education hosted by McGraw-Hill Student Innovations offered five great professors (matched with a masterful moderator) to explore the challenges and opportunities in using social media to advance higher education. The faculty included:

Adam Ostrow Editor in Chief, Mashable.com – @adamostrow

Dr. Kathleen P. King Professor, Fordham University; President, Transformation Education LLC  – @drkpking

Greg Verdino VP Strategy & Solutions, Powered; author of microMARKETING – @gregverdino

Mary Casey NYU Student and Founder of Jatched.com

Vineet Madan VP Strategy & Business Development, McGraw-Hill Education

Yianni Garcia (Moderator) Marketing Specialist, GradeGuru.com  – @yiannig

On to the panel coverage…

Yianni: One in four students in 2 or 4 year programs are taking at least on course online.

Question: How does social media play a role?

Kathleen: Distance education is moving more swiftly in community and 2-year colleges. Community colleges can respond more quickly to changes in demographics, the economy, etc. Four-year-universities and research centers can’t move as fast. Distance ed is a good connection for us with social media – the faculty’s already using technology, and students are embracing it. Working on using other tools like Twitter, Facebook, etc. We also must address the needs of non-traditional students – this used to mean older students in their 20s through 70s. That term “non-traditional” are outnumbering traditional students.

Mary: Beyond distance learning and online courses, there’s the trend around open content. There are intellectual property issues, but they can spark interest from those not present in a class.

Vineet: Of 12 million college students, only 6 million are 18-24. A big reason for dropouts is lack of engagement. We need to promote engagement more than just enrollment.

Greg: Students want to text with deans or people admissions offices.

Adam: Social tools present new ways for students to participate, rather than the old way of getting graded just for showing up.

Question: How do you use various tools to engage students?

Mary: Blackboard is great, but it’s not collaborative and archival. You can only collaborate with students in your class, that semester. NYU has taken the Polytechnic Institute of Brooklyn under its umbrella. They’ve tried to develop collaboration between that and Stern Business School. Needed: apps for collaboration. Gradeguru is one that fits in, provides incentive for collaboration – “it’s kind of revolutionary.” Facebook’s Courses application: you can submit which classes you’re enrolled in to get opinions of a class. Another: Dropbox – lets more than one user edit documents at a time.

Question for Mary: Are you using Google Docs extensively?

Mary: Yes, a fair amount.

More on apps…

Vineet: Tegrity records courses, sort of like a DVR for college courses.

Kathleen: Skype – ‘it’s like Kleenex now’ – everyone uses it.

Yianni: How will we make these technologies more compelling to engage students?

Mary: I want to bring up augmented reality to overlay digital technology over the real world. Would love to use it in history classes.

Greg: Students are already using platforms. If we know that 85% of college students are on Facebook, You need to go where students are.

Kathleen: Faculty need to learn how to use these tools professionally. Many colleagues don’t get the professional use. She takes issue with Greg and Adam saying they don’t remember their education well – they don’t remember their formal education but they’re examples of lifelong learning.

Adam (responding to another question): Technology will lower the cost of so many things for education – so much of what you need is on your phone. The iPad will play a big role in furthering that, replacing textbooks and adding even more.

Audience question (from Sanford): How do we align incentives between professors there to teach (but often to get tenure and get published) and students there to learn?

Kathleen: There is no incentive in most universities for engaging with social media or even for faculty to engage their students. We have to start with the professor first, and we have to look to the institution. Most universities: publication and research is how you get tenure. If I’m spending 20% of my time doing innovative things, it’s counterproductive. It’s detailing me from my goal and livelihood. What has to be done: we have to integrate innovation in teaching and excellent teaching. Teaching must be raised to be more important than the merit and tenure system.

SGO is Coming! Social Graph Optimization, Sponsored by Meebo

Amanda Rykoff is a NYC-based sports fan, TiVo junkie and social media enthusiast. She shares her observations, commentary and diatribes on these and many other topics at The OCD Chick. You can follow her on Twitter @amandarykoff.

This popular event, hosted at the spectacular midtown offices of JWT and sponsored by Meebo, attempted to answer this potentially multi-billion dollar question: with so much choice in how consumers tap into their social graph, how do media and brands reach, connect and influence these networks at scale?

An outstanding panel took on that question and many more, and engaged in an entertaining, intelligent and extremely informative dialogue about this new and evolving topic.  Here’s who shared their insights and opinions with an engaged, constantly tweeting crowd:

Berkowitz led the panel through a practical (and slightly aggressive) agenda, including: What techniques will work? How can marketers maximize the audience? And what’s next in this new and constantly evolving world of social graph optimization?

Social Graph Optimization Panel at JWT

Social Graph Optimization Panel at JWT

What’s a Social Graph?

But before we even get to those questions, there may be a few of you out there who want to know what a social graph is. And just in case you need to know, you’re in luck. When people use the term “social graph”, they’re referring to an online representation of our relationships (personal, family, business) on social networking sites.

Social Graph Optimization

Social graph optimization is just the term for how to maximize a presence in a user’s social graph (Twitter, Facebook, etc.).  Or to put it another way, for people that run websites and brands, how to get SEO optimization and lots of visibility in all the feeds in the social graph?

Simple, right? Not so fast.

We’re in a new, constantly evolving social media world, both as consumers and marketers. The social graph and the ways to reach consumers constantly changes and grows. As consumers are provided with seemingly infinite networks, marketers need to be creative, sensible and practical about ways to connect with consumers. Social media and social graph optimization represent important new tools to be explored, but aren’t the so-called magic marketing bullets.

Tale of the Tweets

What follows is my recap of the panel, which I call the Tale of the Tweets. It’s a collection of live tweets from the event which provides an entertaining, unfiltered and real-time look at what the panelists discussed.  For more insights from the Twitterati (and there were a lot of people live-tweeting the event), Twitter Search #smwgraph.

Just Getting Started

Aaand like every #smwny event, we’re starting a half hour late.

Panelists: @dberkowitz of @360i, @annaobrien, @sethjs of Meebo, @MarkGhuneim, @HashemBajwa. #smw #smwnyc #smwgraph

Search v. Social Graph

Search has been great traffic driver. Now social media drives and needs to be optimized (@sethjs). #smw #smwgraph

Social graph optimization = increasing your visibility in social graph, like SEO optimization does for search. #smwgraph #smwnyc

This is the wild wild west. #smwgraph

What is a Social Graph?

Ok, let’s take a step back: what the hell is a social graph? #smwnyc #smwgraph

P.S. I wasn’t asking what a social graph is. That was asked at the panel! #smwgraph

How to Optimize the Social Graph?

Social graph optimization: study users that are already fans. Do things that make them want to tell their friends. @sethjs #smwgraph

Most important part of any business is to listen and understand what your customers, competition is saying. What you should be saying. (@annaobrien)

Listening to consumers isn’t new to marketers. It’s just way more complicated today. @HashemBajwa #smwgraph

How to Encourage Sharing?

Bottom line: if you do something well, it will be shared. Quality gets shared. @MarkGhuneim #smwny #smwgraph

RT @db: Someone relatively small that’s connected to a lot of other big influencers is just as influential. -@annaobrien #smwgraph

ET @CatherinVentura: If you get 1% of daily use visitors to share, you are doing well (@sethjs of @meebo ) #smw #smwgraph

Sometimes it’s not that complicated: make it easy to share. @sethjs #smwnyc #smwgraph

People love to share videos and photos. @sethjs of @meebo. #smwnyc #smwgraph

I may have a blackberry, but thank god I have a black MacBook to help save my credibility at #smwny.

RT @CatherinVentura: Words that work in promoting buy in to shared content are “play with me” and “help me” @sethjs #smw #smwgraph

RT @dwag29: Create natural messaging for your users to make their friends want to click. @sethjs #smwgraph

What Does SGO Mean to Your Business?

Did I make you more $, did I save you more $, and did your brand grow? Nothing else really matters. @MarkGhuneim #smwgraph

BTW, @MarkGhuneim is founder of Wiredset and Trendrr. He’s built products to listen to the conversation real time. #smwgraph

Meebo bar: 3 goals: more users, more engagement w/content and revenue. Work to move all 3 metrics via social graph @sethjs #smwgraph

Location-Based Applications in the Social Graph:

Aha! Hot question: where do mobile location-based applications factor in to the social graph? #smwgraph

Your Twitter stream and your Foursquare streams are very different and achieve different goals. @HashemBajwa #smwgraph

RT @dwag29: @Foursquare adds value to the environment we’re in. – @HashemBajwa #smwgraph

Sharing: How much? How little?

To share or not to share: that is the question. @annaobrien #smwgraph #smw #smwnyc

Social media has created a new term: “oversharer” (used by @dberkowitz)  #smwgraph #smwnyc

RT @db: “How do we stop amusing ourselves to death? The conversation needs to evolve” -Mark Ghuneim, Wiredset / Trendrr #smwgraph

RT @db: “Where’s the line w/ sharing? There’s going to be people that cross the line but that needs to happen” -@annaobrien #smwgraph

Digital and Social Media Education

Education is key. We’re failing to teach the tools that are necessary to succeed in this new media environment. @sethjs #smwgraph

There are people who know how to consume information and those that don’t. @sethjs #smwgraph

RT @dwag29: Massive audience doesn’t know diff btwn web page & application. Need digital education. -@sethjs #smwgraph

What’s Next in Analytics?

Who are my real friends? Various levels of relationships. It’s no longer “everybody is friends.” @annaobrien #smwgraph

RT @dwag29: Moving from “everybody is friends” in SM to diff types of friends and groups that need to be targeted. -@annaobrien #smwgraph

Data. There is so much data out there. Need to figure out what to do with it. That’s the key. #smwgraph #smwnyc

Facebook Connect

Ah, we have a Facebook Connect sighting. @MarkGhuneim: it removes a giant barrier of entry and is effective that way. #smwgraph

RT @CatherinVentura: “I just commented” and “I just rated” work well with Facebook Connect (@sethjs) #smwgraph

You can’t just add the Meebo Bar or Facebook Connect onto your site. It won’t work. There needs to be strategy. @sethjs #smwgraph

Companies are trying to become “identity management systems” rather than social sites. @annaobrien #smwgraph #smwny

You want to publish where your users are, but don’t give up your own home. @sethjs #smwgraph

RT @CatherinVentura: Balance publishing on other publishing platforms (eg Facebook) & publishing on their own (@sethjs) #smw #smwgraph

On Customer Service

The 759th time I’ve heard it, but it bears repeating: social media can be a huge key for customer service. @MarkGhuneim #smwgraph

Quote of the Day

“When I lose a follower, I consider that optimization. They weren’t listening and weren’t relevant.” @MarkGhuneim #smwgraph

Want to read more about Social Graph Optimization? Check out this article.

This was a great panel. And stay tuned. We’ll soon be talking about “SGO” in the same way we’ve been talking about “SEO” for years.

#SMWNYC’s Crystal Ball Panel: What’s Next in 2010

About this Social Media Week Guest Blogger: Though Rebecca recently graduated from The University of Texas at Austin’s Advertising program, she has been a social media enthusiast for years, and is honored to guest blog at #smwnyc. To learn more, visit her blog and follow her on Twitter @rebeccaweiser.

What’s Next: Social Media in 2010
Panel at the Roger Smith Hotel, NYC

Panelists: BL Ochman, Howard Greenstein, David Berkowitz, Brian Simpson.

What expectations, measurements and results do we plan on seeing in 2010?

There is a lot of buzz surrounding the way Social Media will shape the business and communication landscape. Addressing these speculations, the panel outlined expectations, measurements and results we can hope to see in 2010.

Expectations: “Big companies need to take it seriously.”

  • As explained above, one reason why big companies don’t engage in Social Media is because they are scared.
  • In 2010, the panel unanimously agreed that many more big businesses will realize how valuable of a communication tool Social Media can be. Not only is it challenging, interesting and fun, “but it has the potential to be very lucrative.
  • Every client wants long-term strategies, and the panel predicts that in order to achieve this, clients will begin investing 5-7 figures into social media campaigns.
  • Less about what we do, and more about the reason they talk. A good business practice uses social media as means for proliferation, not an improvement to the service/product. It’s easy to get carried away, but a successful business model has a truly quality offering, while providing the means with which to share the experience it provides. Social media allows others to talk about how great business-x is.
  • Measurement: “Social Media should come at the beginning.”

    • Traditional measurement will have to change, as Social Media carries different weight. For instance in the old model, 20 impressions were no big deal. However, now whenever 20 impressions are served through Social Media, they are each an invitation to interact and communicate with one another.
    • Each social media channel holds different weight. A YouTube video response has different implications than a retweet.
    • For more information, visit David Berkowitz’s blog post – http://bit.ly/100ways

    Results: “Social Media should come at the beginning.”

    • Ideally, an increased focus on social media will result in an increase of sales. Howard Greenstein brought up an example of a local barber shop that, through social media, was able to successfully increase its customer base for next to nothing cost.
    • David Berkowitz explains the 4 major social media necessities for producing results: Goals, Assets, Rules and Volume.

    Networked News Gatherers Panel Share How Social Editors Work at #SMWNYC

    David Berkowitz is Sr. Director of Emerging Media & Innovation at 360i. You can follow David on Twitter @dberkowitz.

    Let’s meet our panel for today on Networked News Gatherers: Defining the Social Media Role, hosted by Time Inc:
    • Moderator: Melissa Parrish, Director, Community Strategy for Lifestyle Digital, Time Inc
    • Jennifer Preston, Social Media Editor, The New York Times
    • Rachel Sklar, Business/Project Development, QAbrams Research and Writer for Mediaite (and she admitted she doesn’t know what Farmville is… so embarrassing)
    • Cyndi Stivers, Managing Editor, EW.com

    Question: How are you involved with using social media across your organization?

    Jennifer (NYT): Twitter usage there started when one developer wanted NYT Twitter headlines on his phone. There’s a big team involved with a lot of different constituents across different departments.

    Rachel (Abrams Research): I’ve learned a lot. There’s not much of a filter in what I post as my own brand in this space.  ”It’s very much an authenticity thing… and being conscious of the user experience as well.” It was funny watching Huffington Post get fully on the Twitter bandwagon – at the Democratic National Convention, all I had time for was checking what was happening on Twitter. We’ve gotten to the point where we can use the word Twitter without flinching.

    Cyndi: We have a really active community. We were on Facebook before it opened up. By summer of 2008 we were on Twitter – last year in January Twitter was 138 on the list of referring domains, and then by May it was number 7 (leveled off around number 5). We feel like a startup even at a huge company.

    Question via Twitter: How is social media changing relationships people have with writes?

    Rachel: You can update something very fast. Writers are called out publicly things.

    Jennifer: It’s made a big impact in terms of crowdsourcing. Brian Stelter has been a real leader in the newsroom, showing colleagues how to use Twitter in a very effective way. In the newsroom, many journalists use Twitter. Beyond crowdsourcing and engaging with users, we found there’s tremendous benefit in using social media just to get into the real-time web. When Fort Hood broke, we put up a Twitter list, and on our Lede blog, we took content from the Twitter list and put it in a module. An important thing about journalists is trust – Ann Curry mentioned this at yesterday’s panel. In breaking news situations you need to provide real-time information but you have to verify it.

    Question: What’s it like using social media in a crisis?

    Jennifer: My first month I wanted to hide under my desk. I was learning in a very public way. Through colleagues and friends in the space I found these incredibly welcoming, helpful, kind people.  … Instead of imposing many rules we’ve encouraged people to get out there and experiment and innovation.

    Question: If you’re hiring for a position called a Social Media Editor or Social Marketing Manager, is it more important that they have personal experience in social media or that they have an editorial/web/print background?

    Rachel: I’d say it all together would be perfect. The most important thing is enthusiasm. Understanding the rules of sharing is important but common sense is key.

    Question: How do you determine the line between editorial use and promotional use?

    Rachel: If we’re going to survive as an industry we need to figure out new models. Old models aren’t working. There have to be creative solutions. With the McFlurry scene in 30 Rock, I don’t know if it was paid for [it wasn't - and it directly led me to buy a couple McFlurries - Ed.], but I didn’t care.

    Cyndi: Didn’t help that it was funny? It’s not traditional advertising by any stretch.

    Question: As editors, are you just as happy to get people talking even if it’s negative?

    Rachel: When Mediait launched there was some perceived backlash due to some misconception. That never came to anything and is not attached to the brand but it drove me bananas. You also have to be careful how you respond. Monitoring how your brand is being perceived is important.

    Jennifer: People have been talking about New York Times content for a very long time – the dinner table, water cooler, the horse and buggy. We want to be wherever that conversation is taking place.

    Audience question: How will NYT’s plan to charge for content effect things?

    Jennifer: The metered model won’t be put in place for another year. In that time, we’ll make sure the user experience in terms of the payment process will be frictionless. A lot has to be worked out. For people coming to our site through Twitter or Facebook or a recommendation that will stay open. [So that means just find what's posted on Twitter everyone, and you don't have to pay! Yeah, let's see how long that lasts... -Ed.]

    Question: Is the social media editor role here to stay?

    Cyndi: Everyone needs to have those skills. Curiosity’s a trait of our business. It’s just another element in the toolkit, and I think it’s not going away.

    Rachel: I think both – you have to do everything, and you have to promote your own stuff, but it takes time. The bigger you get the more you need that person.

    Jennifer: [I missed the first part of her response due to my exceptionally loud sneeze. - Ed.] We’re turning over the keys to our different desks and they’ve done a fabulous job with Twitter, modules, etc. That’s the real challenge of a Social Media Editor – to push it out through your organization.

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